Mobile Service Churn: Managing Consumer Expectations

The mobile service industry in the U.S. market has reached its saturation point. Service providers have intensified their marketing to gain customers from competitors or defend their turf through innovative service offerings and customer loyalty programs. This consumer research provides an objective analysis of how service providers are successful in this very competitive industry and explores reasons behind consumers’ decision to change operators or stay with their existing one. It also explores consumer interest in using alternative mobile services from new entrants such as Google.